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Marketing Mix Neil Borden

The marketing mix component experiences development over time. In 1964, Neil H Borden wrote about The Concept of the Marketing Mix “in the Journal of Advertising Research, June 1964. About elements of the marketing mix for companies.

There are 12 elements of the marketing mix

1. Product Planning — policies and procedures regarding

a) Product lines offered: quality, design and so on.

b) The intended market – to whom the goods are sold, where they are, and how much they are.

c) New product policies – research and development programs.

2. Price – policies and procedures regarding

a) application of price levels.

b) even or odd prices

c) price policy, for example prices for units, prices for many purchases, prices for maintenance and so on.